Abstract:

This paper examines the nature of the market for news given the presence of multiple providers across multiple distribution channels. Do traditional media channels compete with online channels, or are they (partial) complements and potential brand extensions? Second, to what extent is content a determinant of online consumption? Do news and information consumers seek the same product/content across separate distribution channels or does the nature of the channel influence content preferences? Finally, the paper presents findings informing the question of media branding given multiple distribution channels - in particular, cross-brand/cross-platform consumption of newspapers.